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    Online impulse buying behavior amongst undergraduate students in Tianjin, the people's republic of China 

    Zou, Tingting (Assumption University Press, 2018)

    The aim of this study is to understand online business, regarding impulse buying behavior amongst undergraduate students in Tianjin, China. This study concentrated on the Taobao.com platform, and considered variables of website quality (security, navigability, and visual appeal), hedonic shopping value (product novelty, fun and escapism), and product knowledge (word of mouth and social norms), to learn how online shop owners increase their profits by encouraging impulse buying behavior. The results suggest that Taobao.com online shop ...